Consumers are on a quest to find meaning and brands that succeed are the ones that help them fulfill this quest.
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Emmanuel Probst, Author at Branding Strategy Insider - Page 5 of 9
In need of business cards and postcards, I searched for a local print shop on Yelp and quickly realized they were few and far between.
As marketers, we must sometimes take a step back from the objective features and benefits of our products that too often dictate our brand strategy.
With an abundance of data at their fingertips marketers try to analyze and optimize everything, from consumer journey touchpoints to media placements through clicks, page views and store visits.
Unlike a laundry detergent that merely promises to turn your clothes whiter than white, a lifestyle brand fulfills its consumers’ way of life.